History and current assets
We review which parts of the brand already have recognition and value before changing anything.
We work on existing brands that have grown, broadened their offering, or started competing in a different context, and need to review how they present themselves.
The goal is to find what's worth keeping, what deserves more prominence, and which position the company can back up with its own facts, products, and experience.
A brand can grow and still be recognizable.
Positioning also means deciding which part of the company takes center stage.
Competitive context
We look at how competitors and benchmarks present themselves to understand which positions are crowded, which are expected in the category, and where real differences show up.
How the company has evolved
We look at what has changed in the company so the position represents the company as it is today and leaves room for what's next.
Value proposition
We define which attributes and capabilities deserve to be the main idea, without promising results the company doesn't control.
Key messages
The position is put into words: a clear description, main messages, arguments, and criteria for applying them across channels.
Implications
We review what changes on the website, in content, in the corporate presentation, and in launches if that position becomes the shared framework.
How it's defined
We find the position by comparing what the company says with what it can actually prove.
Walkthrough
We gather the company's history, recent changes, current materials, and the view different teams have of the company.
Contrast
We compare that view with the market and with the perception created by the current assets.
Tensions surface: important things that aren't shown, and messages that still take up space even though they no longer reflect the focus.
Management
We define the position and the arguments that support it.
We prioritize an idea broad enough to grow into, yet concrete enough to guide decisions.
Application
We test the position in copy, architecture, content, and real-world communication situations.
If it only works as an introductory line, it still isn't enough.
Work · SAI
Better Together stayed. Everything that could be built around it changed.
The work with SAI didn't start with a full rebrand. The Better Together idea was kept because it still had value for the company.
FAQ
What's the difference between brand positioning and changing the logo?
Positioning defines the place the company occupies; the logo is one way that position becomes visible. Sometimes working on positioning alone is enough.
Does the brand need to change to refresh the website?
Not necessarily. The brand needs to evolve when it describes a company that no longer exists.
We're distributors: how do you build your own brand while selling other companies' products?
With what the distributor contributes that the manufacturer doesn't: a catalog organized for its market, easy-to-find documentation, and training.
How do you know whether the new positioning is working?
Through observable signals: whether the teams use the same messages, whether the website and the materials tell the same story, what people who reach the site are searching for.
Can the brand say the product is the best on the market?
It needs specific supporting documentation, and the regulatory team decides whether to use it.